That’s how long a promotional product has to win space in someone’s life or end up in the trash. In a world where attention is fleeting and brand competition is fierce, the success of a giveaway hinges on an immediate spark. A new consumer study from PPAI Research reveals what separates a branded item that gets used, remembered and loved from one that’s forgotten by lunchtime. The message from consumers is clear: Make it useful, make it feel good, make it personal – and make it quick. For suppliers and distributors, the five-second window is not a limitation; it’s an opportunity. One good product, well-designed and thoughtfully branded, can do more in five seconds than a digital ad can in five days. You have five seconds. Iurii Stepanov / ShutterStock.com PPAI • OCTOBER 2025 • 59 The 5-Second Impact | Must Read
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